Case Study and Research Student Resources
Case Study Resources
Case studies are a great way for public relations students to learn about the challenges
and opportunities that they might encounter in the field. By analyzing what real-world
practitioners did right (or wrong), students will be better prepared to manage similar
situations during their careers. The following websites feature case studies that
public relations students might find useful. Supplementary information can be found
on other websites and blogs (e.g., the organization's own website), newspaper articles
(use the TTU Library's Lexis-Nexis database to search), trade publications (may be
online or may need to use the Library's business database to find), etc.
Secondary Research Resources
Conducting background research is a crucial part of the strategic planning process.
For example, students will frequently be asked to conduct a situation analysis of
an organization, problem, and/or opportunity as the first step in developing a strategic
communication campaign. The following resources, although not exhaustive, provide
a great starting point for students who are engaged in formative research.
- Center for Media Research: Research Reports Online | http://www.mediapost.com/research/reports/
- Research Briefs | http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=8
- MediaPost blogs | http://www.mediapost.com/publications/media-creativity/
- National Opinion Research Center | http://www.norc.uchicago.edu
- National Center for Charitable Statistics | http://nccs.urban.org/
- Databases available through TTU libraries (on the library’s home page, click the purple
- EbscoHost databases such as Communication & Mass Media Complete include academic research
on topics such as mass media campaigns, designing strategic messages, and applied
PR for non-profits.
- Hoovers provides “comprehensive company, industry, and market intelligence…database
of 12 million companies, with in-depth coverage of 40,000 of the world's top business
- LexisNexis lets you search full text of national and international publications, as
well as public papers of the president, congressional transcripts, statistical data,
public opinion polling, and more.
- Public Agenda | http://www.publicagenda.org/
- U.S. Census Bureau | http://www.census.gov/, and http://www.census.gov/compendia/statab/
- Pew Research Center | http://people-press.org/
- Pew Internet & American Life Project | http://www.pewinternet.org/
- Institute for Public Relations Research | http://www.instituteforpr.com/
- Texas Tech Personal Librarian for Public Relations Students (Carrye Syma)
- Each major is assigned a personal librarian who is knowledgeable about the information
resources available in our field. Contact Ms. Syma is you have an idea about the type
of fact/statistic you are looking for, but need help figuring out which database or
information source you should search in.
- Carrye Syma
(806)742-2238 ext. 281
Location: Library, Mezzanine 108